Three Gold awards were presented at last night’s  APG Strategy Awards ceremony in Sydney, recognising: Angela Morris from J.Walter Thompson Sydney for NSW Rural Fire Service; Ali Tilling, Hugh Munro and Christina Aventi from BMF for ALDI Australia and Matt Furlong from UM for the Art Gallery of NSW.

This year the awards were overhauled to reflect the many roles of the modern strategist and the value of their strategic influence. This saw new categories created to recognise business, connections and responsive planning in addition to brand and campaign planning. The shortlist of 23 included cases in all four categories.

In addition to the three Golds, Four Silver and five Bronze awards were also presented. Plus four special prizes and three judges awards.

In another departure from tradition, the judges decided that they did not want to single out one case for Grand Prix, but rather put focus on the trio of Golds, because together they brilliantly showcase  the diverse influence of planning across different types of client challenge.

Here is what they said about each Gold winning case:

Turning Apathy into Action for  NSW Rural Fire Service by Angela Morris, J.Walter Thompson

The judges said, “This case stood out as a perfect example of strategy influencing creative and outcome through ‘different gears of thinking’. Planning redefined the problem and shaped a brilliantly effective solution via a hard won insight and clever strategic combination of repositioning and reframing. ”.

How ALDI embraced haters to convert thousands for ALDI Australia by Ali Tilling, Hugh Munro, Christina Aventi,  BMF

“The judges were impressed by the role of planning here in disproving default logic – that you should fuel your advocates. And instead, through a fantastic insight, planning identified the power of hate, guiding the client to buy a new and brave ‘detractor’ take on the testimonial narrative.”

 The Greats for Art Gallery of NSW by Matt Furlong, UM 

“This case showed excellent use of data to tap into a high unlikely partnership, that informed a unique engagement approach to win over a cynical audience. Beyond pure connections planning, this thinking unlocked a new connections channel, inspired a new product and even a new way to experience art.”

Speaking on behalf of the APG Judges, Jamie Mackay partner & chief strategy officer- BWM Dentsu summed up:

“This year we have awarded cases that demonstrate excellence in some of the different ways that strategic influence can add value to our clients’ businesses – and we look forward to an increasing amount of diversity in entries in the future, as our role continues to evolve. ”

The APG Strategy Awards are powered by the Communications Council’s Account Planning Group.

2016 APG Strategy Award Winners

GOLD

Entry Title: Turning Apathy into Action

Advertiser: NSW Rural Fire Service

Category: Brand and / or Creative Planning

Authors/Presenters: Angela Morris

Agency: J. Walter Thompson

 

Entry Title: Only the Brave: How ALDI embraced haters to convert thousands

Advertiser: ALDI Australia

Category: Brand and / or Creative Planning

Authors/Presenters: Ali Tilling, Hugh Munro, Christina Aventi

Agency: BMF

 

Entry Title: The Greats

Advertiser: Art Gallery of NSW

Category: Connections Planning

Authors/Presenters: Matt Furlong

Agency: UM

SILVER

Entry Title: Turning Around a Four-Year Decline by Reading Between The Lies

Advertiser: Weight Watchers

Category: Brand and / or Creative Planning

Authors/Presenters: Emily Field & Jennifer Rhodes

Agency: BMF

 

Entry Title: The Idea That Cost Sportsbet Millions

Advertiser: Sportsbet

Category: Brand and / or Creative Planning

Authors/Presenters: David Warren

Agency: BMF

 

Entry Title: Challenging Australians to Rethink Role Models

Advertiser: Samsung Electronics Australia

Category: Brand and / or Creative Planning

Authors/Presenters: Celia Garforth

Agency: iris Sydney

 

Entry Title: Make LEGO the Star of Christmas

Advertiser: LEGO

Category: Connections Planning

Authors/Presenters: Chris Colter

Agency: UM

BRONZE

Entry Title: How Planning Kicked Goals On The Toughest Playing Field In Advertising

Advertiser: CrownBet

Category:  Brand and / or Creative Planning

Authors/Presenters: Josef Wimberger

Agency: AnalogFolk

 

Entry Title: Violence Against Women: Let’s Stop it at the Start

Advertiser: Australian Government – Department of Social Services

Category: Brand and / or Creative Planning

Authors/Presenters:  Hugh Munro, Kathy O’Donoghue

Agency: BMF & TNS

 

Entry Title: Revitalising a brand from the inside out

Advertiser: NBN Co

Category: Brand and / or Creative Planning

Authors/Presenters: Moensie Rossier, Megan Hales

Agency: BWM Dentsu

 

Entry Title: How software Innovation helped lift the veil on insurance to justify the value of NRMA Home Insurance

Advertiser: NRMA

Category: Business Planning

Authors/Presenters: Jamie Watson, Lauren Thompson

Agency: M&C Saatchi Sydney

 

Entry Title: Young Mens Project

Advertiser: Youth Focus

Category: Business Planning

Authors/Presenters: Melanie Wiese

Agency: Meerkats

SPECIAL PRIZES

Best insight or input

Entry Title: Only the Brave: How ALDI embraced haters to convert thousands

Advertiser: ALDI Australia

Category: Brand and / or Creative Planning

Authors/Presenters: Ali Tilling, Hugh Munro, Christina Aventi

Agency: BMF

Best use of Data

Entry Title: How software Innovation helped lift the veil on insurance to justify the value of NRMA Home Insurance

Advertiser: NRMA

Category: Business Planning

Authors/Presenters: Jamie Watson, Lauren Thompson

Agency: M&C Saatchi Sydney

Best approach to research

Entry Title: Young Mens Project

Advertiser: Youth Focus

Category: Business Planning

Authors/Presenters: Melanie Wiese

Agency: Meerkats

Best strategic collaboration

Entry Title:  Violence Against Women: Let’s Stop it at the Start

Advertiser: Australian Government – Department of Social Services

Category: Brand and / or Creative Planning

Authors/Presenters:  Hugh Munro, Kathy O’Donoghue

Agency: BMF & TNS

JUDGES AWARDS

Best Written Paper

Entry Title: Challenging Australians to Rethink Role Models

Advertiser: Samsung Electronics Australia

Category: Brand and / or Creative Planning

Authors/Presenters: Celia Garforth

Agency: iris Sydney

Best Presentation

Entry Title: Turning Around a Four-Year Decline by Reading Between The Lies

Advertiser: Weight Watchers

Category: Brand and / or Creative Planning

Presenter: Emily Field

Agency: BMF

Best ‘against the odds’

Entry Title: Revitalising a brand from the inside out

Advertiser: NBN Co

Category: Brand and / or Creative Planning

Authors/Presenters: Moensie Rossier, Megan Hales

Agency: BWM Dentsu